本文選題：陽(yáng)獅 + 法國(guó)廣告　； 參考：《湘潭大學(xué)》2017年碩士論文

【摘要】：在對(duì)法國(guó)陽(yáng)獅廣告公司的72件公益類互動(dòng)廣告作品進(jìn)行整理分析后發(fā)現(xiàn),強(qiáng)互動(dòng)性是陽(yáng)獅公益類互動(dòng)廣告最大的特點(diǎn)。在陽(yáng)獅公益類互動(dòng)廣告中,大部分的互動(dòng)環(huán)節(jié)都可以通過網(wǎng)絡(luò)或手機(jī)不限地點(diǎn)地參與,廣告的傳播方式也以點(diǎn)對(duì)點(diǎn)為主。陽(yáng)獅公益類互動(dòng)廣告在不同階段都有為受眾提供的互動(dòng)環(huán)節(jié),但受眾參與最多的仍是在反饋階段。另外,受眾參與互動(dòng)的渠道很多,覆蓋線上線下,但以線上為主。訪問網(wǎng)站、社交媒體分享、掃描二維碼、下載手機(jī)APP都是受眾經(jīng)常使用的互動(dòng)方式。強(qiáng)實(shí)效性是陽(yáng)獅公益類互動(dòng)廣告的第二個(gè)特點(diǎn)。陽(yáng)獅公益類互動(dòng)廣告最常使用第三人稱視角敘事,給受眾以客觀真實(shí)的印象。另外,除去感性、理性及情理結(jié)合三種基本訴求方式外,體驗(yàn)也是陽(yáng)獅公益互動(dòng)廣告中的重要訴求手段。一般來(lái)說,受眾都是以旁觀者的身份主動(dòng)接近公益廣告的互動(dòng)環(huán)節(jié)并積極參與。陽(yáng)獅公益類互動(dòng)廣告不僅可以影響社會(huì)組織和個(gè)人的態(tài)度及行為,甚至還能改變政府計(jì)劃、促成法律的修改。陽(yáng)獅公益類互動(dòng)廣告創(chuàng)新了公益廣告的傳播技巧,讓受眾能夠隨時(shí)隨地地接觸公益信息,并運(yùn)用理性客觀的內(nèi)容表現(xiàn)手法提高了公益內(nèi)容的可信性,為受眾參與公益活動(dòng)提供了便利途徑。同時(shí)它還展現(xiàn)了公益廣告的多種互動(dòng)視角,合理地組合線上線下的互動(dòng)層級(jí),滿足了不同受眾的使用需求,并反映了公益廣告的三個(gè)發(fā)展趨勢(shì):從選擇受眾到受眾選擇,從單向宣傳到雙向互動(dòng),從多媒體組合到跨媒體傳播。另外,根據(jù)我國(guó)公益廣告的發(fā)展現(xiàn)狀及受眾印象的調(diào)查結(jié)果得出,當(dāng)前我國(guó)公益廣告在形式與實(shí)效上稍顯不足,而陽(yáng)獅公益類互動(dòng)廣告所使用的多種互動(dòng)方式為我國(guó)公益廣告的形式創(chuàng)新提供了借鑒對(duì)象。
[Abstract]:Through the analysis of 72 public welfare interactive advertising works of French Yangshi Advertising Company, it is found that strong interaction is the most important feature of public welfare interactive advertising. In the public welfare interaction advertisement, most of the interactive links can be participated through the network or mobile phone, and the communication mode of the advertisement is also point-to-point. There are interactive links for the audience in different stages, but the most involved is in the feedback stage. In addition, there are many channels for the audience to participate in the interaction, covering the line up and down, but mainly online. Visiting websites, social media sharing, scanning QR codes, and downloading mobile apps are often used by audiences. Strong effectiveness is the second characteristic of public welfare advertising. The third person perspective is most often used in public welfare advertisements to give the audience an objective and true impression. In addition, in addition to the emotional, rational and rational combination of three basic appeal, experience is also an important means of appeal in the public service interactive advertising. Generally speaking, the audience is as an active bystander close to the interactive link of public service advertising and actively participate. The public welfare interaction advertisement can not only influence the attitude and behavior of social organization and individual, but also change the government plan and bring about the amendment of law. The interactive advertising of the public welfare type of Yang lion innovates the communication skill of the public service advertisement, enables the audience to contact the public welfare information anytime and anywhere, and improves the credibility of the public welfare content by using the rational and objective content expression technique. It provides a convenient way for the audience to participate in public welfare activities. At the same time, it also shows a variety of interactive perspectives of public service advertising, reasonably combines online and offline interaction levels, meets the needs of different audiences, and reflects the three development trends of public service advertising: from the choice of audience to the choice of audience. From one-way propaganda to two-way interaction, from multi-media combination to cross-media communication. In addition, according to the current situation of the development of public service advertisement in China and the result of the investigation on the impression of the audience, it is concluded that the form and actual effect of the public service advertisement in our country are a little insufficient at present. And many kinds of interactive ways used in the public welfare advertisement of Yang lion provide the reference object for the form innovation of the public service advertisement in our country.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.8

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本文編號(hào)：2007985